As one executive explained to BuzzFeed, the point was to market these events “less as ads and more as little gifts of joy.” That translated to rather odd “gifts,” like a three-hour Big Mac fashion show starring Sweden’s national ski team, a group picture in Dubai intended to look like a Big Mac holding a selfie stick, and a coupon made of ice that quickly melted.

It would have been wiser for McDonald’s to give its half-million employees worldwide $50 bonuses, rather than wasting money on an extravagant, frivolous campaign. After all, workers are currently demanding higher wages. Either way, for a brand that’s desperate to stay competitive, but steadily losing ground to competitors like Chipotle and Shake Shack, it’s silly to waste so much money on a promotion this worthless.